A Jewelry Brand’s Guide to Reaching the Celebrations Industry
The holiday season accounts for 29% of all fine jewelry purchases and nearly 20% of Americans give jewelry for Valentine’s Day. It’s undeniable that the jewelry industry is linked to celebrations. For jewelry brands, there is stiff competition for in the lucrative industry and brands always look for unique ways that they can stand out amongst competitors.
The $38 billion celebrations industry provides that differentiator for jewelry brands. From gift giving for occasions such as Christmas, birthdays, and Mother’s Day to hosting jewelry parties, to buying the perfect piece of jewelry for a big celebration, the opportunities are impressive.
Christmas is by far the biggest gift-giving celebration of the year. The holiday season accounts for 29% of all fine jewelry purchases. Valentine’s Day is synonymous with finding the perfect gift to celebrate loved ones and special relationships. In 2013, almost 20% of Americans gave jewelry on Valentine’s Day – spending over $4.4 billion on diamonds, gold, and silver. Jewelry is also a popular gift option for Mother’s Day. More than one-third of consumers planned to buy jewelry for their moms in 2013.
Even if no gift is required for the occasion, many consumers want to look and feel their best for a party, and that includes buying a new necklace or pair of earrings to complete their outfit. These are choices that consumers place a vested interest in because they want to convey a strong fashion sense to friends and family at the event.
At-home jewelry parties are also incredibly popular. Women, especially moms, relish the opportunity to spend a night with their girlfriends enjoying cocktails, appetizers, and the comfort of shopping at home. The women who attend and host jewelry parties embrace trends, color, and aren’t afraid to accessorize.
The link between these three powerful opportunities is the celebrations industry. Brands that position themselves in front of party planners and their guests at the right time, in the right way will see the rewards. To learn more about the essential elements of a celebration and specific ways to reach party host and their guests, download the white paper “A Jewelry Brand’s Guide to Reaching the Celebrations Industry.”
Posted by Katie Petrillo